Managerial and organizational perspectives on online-offline integration within integrated marketing communication : toward a holistic conceptual framework
Year of publication: |
2022
|
---|---|
Authors: | Vernuccio, Maria ; Cesareo, Ludovica ; Pastore, Alberto ; Kitchen, Philip J. |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 3, p. 519-540
|
Subject: | Digital revolution | exploratory factor analysis | integrated marketing communication | managerial and organizational issues | non-hierarchical cluster analysis | online and offline integration |
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